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More brands are adding Amazon Pay, which they view as a means to build trust with shoppers. Amazon Pay allows these companies—mostly smaller, digitally-native vendors—to reduce checkouts times for shoppers, as well as adapt to the rise in mobile payments. They also benefit from Amazon’s reputation as a retailer that acts in the interest of the consumer over all else. But there’s one caveat: Utilizing Amazon Pay unavoidably provides Amazon with more consumer data from the brand’s transactions, which it will be able to apply to its own retail strategy.

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